TobaccoFreeKids.org > Tobacco Tax Communications Training & Collaboration
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Tobacco Tax Communications
Training & Collaboration
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Meet the Trainers!
TRAINER ROLE
Mark Hurley CTFK International Communications
Claudio Tanca CTFK International Communications
Luke Telander Digital Advocacy Center Trainer
Jesse Danzig Digital Advocacy Center Trainer
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Which Tobacco Tax Resources Are Best for You
How to Use the Tax Resources
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Goals of This Training
After this training, you should have a strong
understanding of:
Tobacco Tax Message Framework Tax1
How to Engage Your Peers on Tobacco Tax
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Who This Training is For
You Should Take This Training If:
• Have an active tobacco tax campaign
• Have developed a tax campaign strategy
• Have resources to develop communications campaigns
• Are in need of communications content and guidance
You Should NOT Take This Training If:
• Don’t plan to do communications work on tobacco tax
• Aren’t resourced to develop and launch communications materials
• Are looking for technical assistance on developing an overall tobacco tax campaign strategy
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Training Overview
Webinar #1:
Thur 10/17
Tobacco Tax Communications Challenges
Reviewing our New Messaging Framework
New Resources on the Digital Advocacy
Center
Exercise Due:
Tue 10/22
30 Minute Activity to Get Familiar with
Resources and Provide Feedback
Webinar #2:
Thur 10/24
Content Deep Dive by Message Area
Interactive Discussion from Tobacco Tax
Campaigners Around the World
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Why Tax Policy Comms is Challenging
• Economic policy AND public health policy
• Finance Ministry vs Ministry of Health motivations
• Messenger credibility of public health groups on economic policy
• Influencer voices more difficult to mobilize
• Policy details can be complex
• Data needs span health and economic impacts
• Solutions can be ‘policy-dense’
• Natural narrative of public support more difficult
• Government intervention vs personal responsibility/choice
• Increase price of any consumer product is not naturally popular
• Increased government revenue can be controversial
• Industry extremely motivated on this issue to counteract
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But Opportunities Too!
• Price increase correlation to health impacts for cessation and prevention of new smoker initiation rates
• Unique messaging opportunity of economic benefits of new revenue
• E.g. new funding can be used for health care services, clean drinking water, schools etc.
• Straightforward to understand and compare affordability rates among peer countries or over time
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Simplifying the Tobacco Tax Framework
Tobacco
Tax
PROBLEM
What is the problem this policy aims to
address?
What data demonstrates the crisis?
POLICY SOLUTION How will policy action benefit the public?
EVIDENCE OF
POLICY SUCCESSWhat evidence exists that this policy will work?
INDUSTRY
OPPOSITION
What role does the Tobacco Industry play in
impeding progress?
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Issue Content Organized by Issue Message
Tobacco
Tax
PROBLEM
Cheap tobacco products drive people around the
world to addiction and make it harder for smokers to
quit.
POLICY SOLUTION
By increasing tobacco taxes, governments can
increase the price of tobacco to reduce consumption
and save lives.
EVIDENCE OF
POLICY SUCCESS
Higher tobacco taxes are proven to help smokers
quit and prevent people - particularly youth - from
starting.
INDUSTRY
OPPOSITION
Tobacco companies fight hardest against increased
taxes because they know price increases work to
reduce tobacco use.
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Using the Message Framework as a Guide
Tobacco
Tax
PROBLEM
POLICY
SOLUTION
EVIDENCE OF
POLICY
SUCCESS
INDUSTRY
OPPOSITION
Content
Core Messages
Facts/Figures
Creative Concepts
Usable Media
Social Media Posts
Social Media Templates
Research Links
Lobbying Toolkit
Media Articles
Earned Media Materials
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Content Type Overview
CORE MESSAGES Expanded, detailed messages for each message areaFACTS/FIGURES Statements, statistics and additional country-specific dataCREATIVE CONCEPTS Tactical ideas to inspire creative communications campaignsUSABLE MEDIA All usable images and videoSOCIAL MEDIA POSTS Facebook and Twitter tax posts to share or emulate SOCIAL MEDIA
TEMPLATESEditable infographics with suggested text for social media
EARNED MEDIA
MATERIALSPress release and Op-Ed sample language and examples
RESEARCH LINKS Additional original source material for tax researchMEDIA ARTICLES Evergreen news articles LOBBYING TOOLKITS Materials to use when engaging decision-makers
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Taxation.DigitalAdvocacyCenter.com
All Content
Organized By
Message Area
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Taxation.DigitalAdvocacyCenter.com
All Content
Organized By
Message Area
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Download What You Need
Emphasis on
Downloading
Packages of Content
Based on Campaign
Needs
Download All Content
Download Message Area All
Content
Download Individual Content
Areas
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Preview Individual Content
Each Individual
Content Piece Can
be Explored Further
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Preview Individual Content: Documents
Information on the
content pieceFull document
preview and
download
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Preview Individual Content: Usable Media
Each Individual
Content Piece Can
be Explored Further
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Editable Content in Canva
Content On Digital Advocacy Center…. linked to free Canva editing tool
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PROBLEMCheap tobacco products
drive people to addiction
and make it harder
for smokers to quit.
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Problem
Establishing urgency in tobacco consumption and addiction
Focus on health and economic impacts: personal, national and global context
How to Approach Tobacco Affordability
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Problem: Urgency
Framing growing crisis of tobacco addiction in your country
‘Trap’ concept of addiction, death and disease, lured in by cheap tobacco
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Affordability
Communicating the cheapness of tobacco is core to any tax campaign to establish the problem
Comparing to other products bought Comparing to other countries
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Problem Content Highlights
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SOLUTIONBy increasing tobacco taxes,
governments can increase
the price of tobacco to reduce
consumption and save lives.
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Win Win Win Concept
Health Care Win Financial Win Public Support Win
Taxes are proven to decrease
tobacco consumption rates.
Taxes decrease health care
costs and increase public
program revenue.
Public supports taxes to hold
tobacco industry accountable
and help keep community
healthy.
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Increased Revenue Opportunity
● Public Program opportunities with increased
revenue from tax
● Decreased health care costs AND increased
taxes from Tobacco Industry
● Link to Tobacco Industry profit messaging
● Ear-marked vs hypothetical (tax revenue could
fund xxx)
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Solution Content Highlights
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EVIDENCEHigher tobacco taxes are
proven to help smokers quit
and prevent people - particularly
youth - from starting.
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Case Studies of Success
Leveraging Successes that are Relevant to Your Country
Philippines
Ukraine
Sri Lanka
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Leveraging the Formula
10% increase in the price of tobacco results in 5% decrease in consumption rate
Can be applied to your country consumption data for projection
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Evidence Content Highlights
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INDUSTRYTobacco companies fight
hardest against taxes because
they know price increases work
to reduce tobacco use.
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Establishing the Negative Impacts of TI
Economic impact of healthcare costs
Economic impact of loss in workforce time due to tobacco related illness
Lost revenue for government from:
- TI moving profits out of country
- Untaxed profits of tobacco industry compared to other taxed products
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Establishing the Dirty Tactics the TI Employs
• Advocating for confusing tier systems
• Involved in illicit trade!
• Aggressive, sometimes illegal, lobbying tactics
• Promoting dubious research on TI benefits
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Industry Content Highlights
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Working
Together
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Join Our Community of Communicators!
Join the platform
Introduce yourself and your organization
One thing you learned on the training
Add one comment, reaction, resource etc. that will help others
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Exercise Overview
Goal is to become familiar with all resources, share your experiences and learn from others
By Tuesday October 22: Fill Out Worksheet
Thursday October 24: Webinar #2 to go deeper into content areas based on interest and need
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Exercise Overview
Goal is to become familiar with all resources, share your experiences and learn from others
By Tuesday October 22: Finish Assignment. Will consist of a short worksheet and a survey.
Thursday October 24: Webinar #2 to go deeper into content areas based on interest and need
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Exercise Overview - Worksheet
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Exercise Overview - Survey
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Questions?
Use the chat function to ask any questions about:
1. The Problem, Solution, Evidence & Industry Framework
2. The Resources Available On the Platform
3. Collaborating with Other Tobacco Tax Campaigners
4. Anything else on tobacco tax we can help with!
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Next Steps
1. Login to training.digitaladvocacycenter.com and look at Tax course material
2. Review taxation.digitaladvocacycenter.com and complete 30 minute exercise by Tuesday 10/22
3. Attend Webinar #2, Thursday 10/24 at 9am Eastern Time